Lecture Notes: History of Branding

Introduction to Branding

• Purpose: Explore historical developments influencing branding's origin, uses, and meanings.
• Methodology: Historical methodology with diverse sources including practitioner, scholar, and consumer perspectives.
• Findings:
  • Media and economic developments transformed branding.
  • Origin linked to fire/burning.
  • Transition from limited to multifaceted entity.
  • Current complex status in business and academia.

Research Aims

• Explain branding origins and forces behind its evolution.
• Discuss current and future significance.
• Use historical methodology for analysis.

Sign and Symbol in Branding

• Human Desire: Creating identity and reputation.
• Sign vs. Symbol:
  • Sign denotes objects (e.g., trademarks, logos).
  • Symbols carry additional connotations beyond simple denotation.
• Branding as Stigma: Historical marking carries negative connotations (e.g., slaves, prisoners).

Burning and Branding

• Core Nature: Originates from burning/fire.
• Historical Uses: Marking animals and slaves with fire.
• Psychological Aspects: Fire as a symbol of passion and significance.

Evolution of Modern Branding

• Initial Neglect: Limited early academic focus.
• Theoretical Contributions:
  • Brand image introduced as a major advancement post-WWII.
  • Gardner and Levy highlighted brand image importance in marketing.
• Business Practice: Shift from bulk goods to branded, packaged products.

Brand Image Development

• Post-WWII Changes: Consumer Revolution increased brand competition.
• Gardner and Levy (1955): Brands have social and psychological aspects.
• Brand Image: Integral to marketing and consumer perception.

Maturation of Branding

• Brand Loyalty and Imagery: Studies evolved brand understanding.
• Brand Relationships: Conceptual shift to emotional and symbolic partnerships.
• Consumer Culture Theory (CCT): Explores branding's cultural impact.

Current and Future Outlook

• Wide Applicability: Commodities, places, and abstract entities (like political parties) now branded.
• Research Growth: Expanding focus on understanding branding's pervasive role.

Conclusion

• Branding has evolved from basic ownership markers to complex symbols of identity and influence.
• Continues to adapt and integrate into cultural and business spheres.